Different Types of Metaphors

Metaphors arent merely the candy sprinkles on the doughnut of language, not just embellishments to the music of poetry and prose. Metaphors are ways of thinking—and also ways of shaping the thoughts of others. All people, every day, speak and write, and think in metaphors. In fact, its hard to imagine how people would get by without them. And because figurative comparisons lie at the heart of language and thought, they have been picked apart by scholars in a variety of disciplines. Types of Metaphors There are countless ways of looking at metaphors, thinking about them, and using them. There are countless ways of looking at metaphors, thinking about them, and using them. But in deference to the metaphorical blackbirds of Wallace Stevens (The blackbird whirled in the autumn winds./It was a small part of the pantomime), here are a few of them. Absolute: A metaphor in which one of the terms (the tenor) cant be readily distinguished from the other (the vehicle).Complex: A metaphor in which the literal meaning is expressed through more than one figurative term (a combination of primary metaphors).Conceptual: A metaphor in which one idea (or conceptual domain) is understood in terms of another.Conventional: A familiar comparison that doesnt call attention to itself as a figure of speech.Creative: An original comparison that calls attention to itself as a figure of speech.Dead: A figure of speech that has lost its force and imaginative effectiveness through frequent use.Extended: A comparison between two unlike things that continues throughout a series of sentences in a paragraph or lines in a poem.Mixed: A succession of incongruous or ludicrous comparisons.Primary: A basic intuitively understood metaphor such as knowing is seeing or time is motion that may be combined with other primary metaphors to produce complex metaphors.R oot: An image, narrative, or fact that shapes an individuals perception of the world and interpretation of reality.Submerged: A type of metaphor in which one of the terms (either the vehicle or tenor) is implied rather than stated explicitly.Therapeutic: A metaphor used by a therapist to assist a client in the process of personal transformation.Visual: The representation of a person, place, thing, or idea by way of a visual image that suggests a particular association or point of similarity. Regardless of the types of metaphors you favor, keep in mind Aristotles observation 2,500 years ago in Rhetoric: Those words are most pleasant which give us new knowledge. Strange words have no meaning for us; common terms we know already. It is metaphor which gives us most of this pleasure.

Essay on The Jewish Partisans of The Holocaust - 1146 Words

Resistance during the Holocaust, both Jewish and non-Jewish, is a daunting task to cover. Information abounds in relation to this which leads to the problem of putting all of it into one paper. Due to this, I will only cover the specifically Jewish Partisan fighters. The movements are divided into two groups of Eastern and Western Fighters. Partisans fought in almost every European country including but not limited to Belgium, Poland, Russia, France, Italy, Greece, and Lithuania. â€Å"A partisan is a member of an organized body of fighters who attack or harass an enemy, especially within occupied territory; a guerrilla.† The Jewish partisans were mostly teenagers, both male and female, of which ten percent were women, but also included all†¦show more content†¦They helped distribute anti-Nazi propaganda and produced fake documents, fought in major battles against the Germans, and smuggled people, arms, money, and food in and out of camps, ghettos, and German occupie d territories. Their main objective though was to harass the Nazis in hit-and-run maneuvers. They did this by blowing up trains, assassinating major Nazi officials, and hitting Nazi convoys. They also helped start major uprisings such as the Warsaw Ghetto uprising and the Sobibor revolt. Partisan casualties were usually low in number due to the method of fighting used. They were also successful due in part to the fact that they knew the lay of the land, where German soldiers did not. A basic timeline of Partisan activities follows something close to the following. The first known Jewish resistance was in Belgium in 1939 with the Jewish Solidarity. These Jews joined the Belgium Army of Partisans in 1940 when Germany first started occupying Belgium. The resistance movement grew even larger when French and Greek Jews joined resistance movements in 1940 and ’41, respectively. The Eastern partisan groups sprang up beginning in June of ’41 after the Germans invaded the Sovie t Union. The partisans continued to fight right up to the end of the war in ’45. As I mentioned at the beginning, Jewish partisans are placed into two categories: Eastern and Western. There was no major resistance in Germany, due to the fact that everything was highly scrutinized by Hitler’sShow MoreRelatedThe Most Effective Resistance Against Nazis And The Holocaust?1719 Words   |  7 PagesShowed the Most Effective Resistance Against Nazis and the Holocaust? Many events in the world have been documented in our history books, but sometimes forgotten. However, the reminisce of events that took place during the Holocaust are the ones that are never forgotten. Neither should the groups and countries that showed resistance towards Hitler. 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Their familiarity with its geography, customs, and people helped them eludeRead MoreThe Article Teens Against Hitler By Lauren Tarshis743 Words   |  3 Pageshardships and courageous acts of Ben Kamm, a Jewish ‘Partisan’ or fighter against Adolf Hitler during the Holocaust, and all Jews who faced the challenges during that tragic time. The Jewish only wanted a normal life, but German leader, Adolf Hitler, wanted to make sure all Jew would perish. So, they began piling Jews into concentration camps to kill them, Hitler would work them to death, starve them, and even murder them in gas chambers. Then, The ‘Partisans’ began to fight against Hitler and his armyRe ad MoreSymbolism And Symbolism Of The Film Defiance 1481 Words   |  6 Pagesand meaning in Defiance Edward Zwick’s film Defiance is based on the real story of the Jewish Bielski Partisans that fled to the forest during the German occupation of Belorussia in World War Two. The film was praised for shedding light on the little known organization and resistance of Jews against the giant of Nazi Germany. The film used source material from a book by Nechama Tec, Defiance: The Bielski Partisans. The four Bielski brothers are credited with saving nearly twelve thousand Jews by hidingRead MoreSenderS Profile Photofrank E. Smart. Holocaust Essay.1023 Words   |  5 Pages Sender s profile photo Frank E. Smart Holocaust Essay Mr. Grosse Feb 9 The Holocaust The Holocaust was the state-sponsored persecution also murder 6 Million Jews by the Nazi regimes. holocaust is also a Greek word meaning â€Å"Sacrifice by Fire†. The Nazi came in power in Germany in January 1933. They all believed that Germans was â€Å"Superior† and that the Jews, were also alien threating to call German racial community. 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Jackie Robinson the Unexpected Hero free essay sample

Jackie Robinson dealt with segregation and ridicule beginning at a very young age. His mother raised him and his four siblings by herself, as the only African American family on their block. As one of five, he was forced to learn how to take care of himself, and playing sports was his way of escape. Due to financial difficulties, he was not able to finish college, so he enlisted in the U. S. Army. He was not in the army for long, however, because he was court-martial (later released), after refusing to make his way to the back of a military bus.Situations such as this made him stronger and more persistent in his efforts against racial discrimination. In 1945, after leaving the army, Robinson was signed to the Kansas City Monarchs in the Negro Baseball League. In 1947, the president of the Brooklyn Dodgers found Robinson and asked him to join the team. Robinson accepted the opportunity, with the knowledge that being the first African American player in the Major Leagues in many years, he would face many challenges. Many had strong beliefs about segregation and what the status differences between African Americans and Caucasians entailed.Robinson knew all of this, and the road that he would have to endure. He was using his involvement in baseball to make America more aware of the racist situation in the country. He would later be called a Revolutionist in a Baseball Suit. With Jackie Robinson joining the sport that so many Americans followed and enjoyed, history was in the making. Professor Stephen Butler spoke about what made Jackie Robinson a hero to people while he was alive, as well as what has kept him a hero to people today. Robinson was a relatable person, coming from a humble background.It is more accessible to Americans to look p to someone who grew up in our neighborhoods, and dealt with the same situations we deal with every day. Once he joins the U. S. Army, he is separated from his family, immediately after that, he is separated again after he joining to Negro Baseball League. His mission IS now to help aid the effort to desegregate the Major Leagues. Branch Rickety, the President of the Brooklyn Dodgers, becomes his mentor. He gives him the ability to play for the Major Leagues, and begin to reach his ultimate goal. While he played for the Dodgers he was met with ridicule and prejudice from those who were assist.Many were not ready for the change that Robinson was bringing about. For many years African Americans were not seen in the Major Leagues. People fell into this comfortable way of thinking, and Jackie Robinson was not welcome in their eyes. He was booed upon getting up to bat, and he was shouted at in the streets. Pitchers even threw balls at his head, and players tried to cut him with their cleats. Robinson faced much opposition, yet he never faltered. He was on a mission to end prejudice. Eventually, his teammates became his support, and they looked out for him and respected IM as a man and a player.At the end of his life, Robinson had severe heart troubles, and he lost his eldest son in an automobile accident. Despite everything that he faced, he not only led the way in the desegregation of baseball, but his wish came true that an African American would be hired as a manager for a Major League team. Dave Grin, an American sportswriter, brings up the historical and sociological connection between sports and racism. Before the Jim Crow laws were put in place in 1876, there were African Americans in baseball; therefore, Jackie Robinson was not the first African American baseball player.While he was not the first, he re-introduced the idea that African Americans were able to play baseball and succeed in the sport. He brought the idea of how things used to be back into society, and challenged people to open-up their minds beyond racism. Jackie Robinson was an example of an activist athlete. He used his sport to help others understand the world. Baseball and America as a whole were connected in their transformation; both went through the stages of segregation, integration, and celebration. Jack Johnson was another example given as omen who was an activist athlete.He was the first African American heavyweight champion in boxing, and this was not well received in the public, although boxing was the only sport that stayed integrated since the introduction of Jim Crow laws. Jim Jiffies, one of the best Caucasian boxers, came out of retirement in an effort to beat Johnson, yet Johnson won easily. This resulted in the break out of riots around the area. While Robinson was an activist athlete, he was also a political athlete. He had said that he would choose complete freedom for his people over playing baseball any day.He as using his sport to talk about his rights and the rights of others. Robinson used his skill on the field to inspire integration in sports as well as in other aspects of the country. Muhammad All, formerly known as Caucus Clay, was another example of a political athlete. He refused to fight in the Vietnam War because he did not agree with the reasoning behind the war. Robinson loved to play baseball, yet he played not only for the game, but also for the opportunities that it gave him to change society. He saw baseball as a chance to get his voice heard, and help those around him that had been silenced.Through helping to integrate baseball, he hoped that other parts of the country could be integrated as well. He knew that it was a small step, but Robinson hoped that his efforts could have an effect beyond that on the baseball field. Joseph Derision, a professor at Long Island university in Brooklyn, spoke about Jackie Robinsons legacy and how he has had a major impact on the world. Robinson not only changed the world of baseball, but he changed the world as a whole. His impact had a ripple effect. His efforts in the sport moved outward to the streets of the area, and later around the nation.Professor Derision stated, Babe Ruth changed baseball, Jackie Robinson changed America. When Jackie Robinson was born in 191 g, the world was in turmoil over the issues of racism. The mob and the military rioted the streets of Washington, D. C. Killing African Americans, and the police were unable to stop the outbreak. An African American boy strayed from the black side of the beach to the white side of the beach, and those that were there threw rocks at him, resulting in his death by drowning. These are just a few examples of the horrors that Robinson was born into.While this is how the world was before he integrated baseball, the world would be much different after he brought about a change. Robinson was able to stand up for himself, and win a small victory one day driving home with his teammates. He stopped at a gas station, started filling up the car, and then asked to use the bathroom. The owner gave him the key to the bathroom, but it was out of order. Robinson went back to the owner and asked to use the white bathroom, but he was turned down. Immediately, he told his teammates to stop pumping the gas, so that he wouldnt give this man any service.The owner broke down and told IM he could use the bathroom as long as he didnt tell anyone about it. This incident showed Jackie that he had the ability to get his way by standing up for himself, and the rights that he felt were owed to him. When Robinson played for the Montreal Royals, the Brooklyn Dodgers farm team, he led them to victory in the Minor League World Series. This brought about a craze among the people of Montreal. After the game was over, those living in the area chased Robinson through the streets. This was the first time that white men chased a black man through the streets out of a feeling of joy, and not ate.It is hard to imagine the thoughts that must have been rushing through Robinsons head as he finally felt acceptance rather than the rejection that had become all too ordinary. The man who signed Jackie Robinson, Branch Rickety, warned Robinson before he became a part of the team. He told Robinson that he could accept his offer, but the acceptance entailed a lot of responsibility. Robinson would have to accept hardships without fighting back. It was as if Rickety was asking Robinson to be like Jesus. He wanted Robinson to turn the other cheek when facing opposition. Robinson would be noninsured better seen not heard. Robinson accepted the challenge and Rickets offer, but he was already thinking of how he could bring about a change bigger than that in his own life, or the game of baseball. In 1 955, the Dodgers beat the Yankees in the World Series. During the game, Robinson stole home, and instilled the idea in all of the spectators that African American players had as much skill, stamina, and intelligence as the white players. Jackie taught lessons to players on the field that were not respectful of him or his talent. One of the many times Jackie stole home, the pitcher ride to tag him, but the ball fell out of his glove. In a fit of rage, the pitcher jumped up and tried to fight Jackie. Robinson told him that if he wanted to fight, he could wait until after the game was over. Everyone was able to calm down, and the pitcher admitted that Jackie was right. Robinson showed this kind of calm behavior whenever he was on the field, despite the negative feedback he received from those around him. When Jackie Robinson broke the color barrier, baseball truly became an American sport. It is clear that he paved the way for many African American baseball players to follow.Derision called him a champion for all seasons, as a baseball player, a civil rights leader, and a role model. He faced great prejudice and opposition, but with the help of his teammates, and his strong will to succeed, he continued on his journey. Jackie stayed true to his own belief that life is not worth living unless it benefits another life. He is a legacy in the eyes of sports fans as well as all Americans around the country. He is a testament to the message we have heard so many times before: One person can make a difference in the world.

Premarital Counseling and Its Effects on the Longevity of a Marraige E

In the United States of America, less than 50 percent of marriages are considered to be successful marriages; which means that more than half of them fail. (Phillips, Willmoth, we have a seriously growing problem. The dwindling of our marriages result in a deteriorating of our families, and if the families flop our society fails. What can we do to protect our society from utter ruin? Believe it or not, it all starts with saving our marriages. It is the belief of trusted psychologists, therapists, and members of the clergy that premarital counseling could be the resolve to this growing epidemic. We hear this all the time, but does it really work? Is it sincerely worth going through? The research set forth in this work will give a brief examination of the following: what a Marriage is, the definition of pre-marital Counseling and its Purpose. It will also observe the methods and styles of Pre-Marital Counseling. Finally, we will actually gaze into some of the effects it may have on a marriage. So then, what is a marriage? This question is often asked by many who are peripatetic around the idea of getting married. (Smith, 2008) In truth, a marriage is a collaborating relationship between individuals who have agreed to come together with governmental, social, or religious recognition, based on a fervent bond. (Cunningham, 1999) We have come to identify and understand marriage as a legally recognized union of a male and a female party either by ceremony or common law. (Smith, 2008) Due to the changes of the course of time, marriage now entails dissimilar meanings. (Cunningham, 1999) Marriage is now identified, in some people?s minds, as a loving relationship between two people in which they overtly promise to remain together ?for better or worse, for richer or poorer, in sickness and in health until death?. (Cunningham, 1999) However, little emphasis is placed on the commitment of marriage. (Cunningham, 1999) The focus of young couples aspiring to be married is love and emotional disposition. (Cunningham, 1999) Marianne Moore describes a marriage as an enterprise used as a tool by which the self-deceived naively hope in the effectiveness of what she called, ?public promises? to fulfill a ?private obligation? (Holley, 1987) Moore goes further to say,? psychology which explains everything explains nothing,? which implies that many simply have a lack of understanding of what marriage really is. It sounds logical, but yet it does not make sense. (Holley, 1987) If that were not interesting enough, she takes it to another level by making mention of the first marriage between Adam and Eve. Their marriage is placed into a very rigid perspective with which she describes their marriage as uncomfortable and a troubling inconvenience. (Holley, 1987) The poem ?Marriage? is often viewed as an attack on marriage, due to Marianne?s use of metaphoric language to explain in detail the very serious, and sometimes harsh, realities of marriage. (Holley, 1987) However, marriage is no fairytale, and it is very little happy endings in life. She speaks very bluntly about two people who are self-absorbed and self-centered. (Holley, 1987) Their main concern is their own needs, likes, dislikes, and opinions. (Holley, 1987) On the contraire, marriage is an agreement to be utterly concerned with the other person. Just look at the vows taken by both parties; ?I, (your name), take you (spouse?s name), to be my (wife/husband), to have and behold from this day on, for better or for worse, for richer, for poorer, in sickness and in health, to love and to cherish; until death do us part.? (Unknown, 2013) These vows do not express any form of selfishness. They present the idea that my new passion in life is to behold, love, and cherish this wonderful human being I have taken as my spouse. (unknown, 2013) As wonderful as this might sound, this is not as wonderful to do. This level of commitment can be seriously painful to do at times. Just think, it is greatly challenging to make someone else the sole concern of one?s

Tragic memory Essay Example For Students

Tragic memory Essay When I first read Two by Jim Cartwright, I didnt understand it, but as weve been looking deeper in to it, I now understand his style, and I think its very clever. He writes in such a way that it makes you think deeper, in ways the relationships between the couples is quite authentic.  I really liked it because I found the script very amusing and interesting, and it kept my attention. I found it highly amusing when Mr Fred Alice started talking about what happened to be on TV. Fred: Lets remember him, lets give him a name  Alice: Fat Fat Palomino!  It made me think deeper when they carried on there conversation, I think it made the audiences heart melt when they started picking out each others negatives, as it made us realise they love each other for who they are, and there comfortable with each others appearance.  Alice: Were close in our own way  Fred: As Close as we can get with our fat! We will write a custom essay on Tragic memory specifically for you for only $16.38 $13.9/page Order now My favourite characters had to be Roy and Lesley, because there relationship was the most interesting, and as a reader I feel I could really get into it. It kept me gripped, and wanting to read on. They were definitely a rare combination, as the personalities did not match at all.  Furthermore, If I was to play a character, I would chose Roy, because although he comes across as really aggressive, I like how he is outgoing, and not afraid to speak his mind. He seems a really controlling character, but its interesting because it makes you think has he always been like that, or did something happen to him to make him so self conscious and protective.  In the contrast, I didnt really enjoy reading into Moth Maudie, because in my opinion they seemed too common, and in ways it made me think too much about reality, and the youths relationships. The play Two is set in a Pub owned by a husband and wife who are constantly bickering. Two is skilfully scripted; Jim Cartwright has written it in such a way that it comes across to readers as humourous but however it also shows the harsh reality. Originally the script was written for two actors, who would play all fourteen characters. During the course of the evening assorted customers pass through the pub, including a little boy that happened to be left behind by his father this leads to an event which triggers movement towards a tragic memory between the pub couple, and through out that, their own dark tragedy is revealed, and this happens to be the root to their arguments. With relationships it explores; Faithfulness; Domestic Violence; Old Age; and Death. The underlying message seems to be that trust is the key to all sucesful relationships. All the couples except Fred Alice have relationship problems, causing them to argue continuously. E.g. Maud cant keep his eyes on one woman, and Maudie is forced to put up with his selfish, greedy behaviour.

West Nile Virus and the Harmful Mosquito essays

West Nile Virus and the Harmful Mosquito essays Every one knows how deadly and dangerous the West Nile mosquitoes are, from recent researches, news briefs, and newspaper headlines Boy drops dead with mysterious mosquito bites. This paper is going to get down to the bottom of this west Nile is the new boogieman thing, although this is no laughing matter people need to know the dangers of the west Nile mosquito. West Nile mosquitoes have complete metamorphosis. Their life cycle consists of four stages: egg, larva, pupa and adult. They may lay the eggs singly or in rafts on water, on the sides of containers where water will soon cover, or on damp soil where they can hatch by rainwater or high tides. No one can be quite sure of how far the West Nile mosquito dates back, or where it dates back to, all people know is that the west Nile is here and attacking. It is said that West Nile virus originated in Uganda, but has not been proven true yet. While we are uncertain how West Nile virus arrived in the United States, the most likely explanation is that an infected bird that was imported, or an infected human returning from a country where the virus is common, or a mosquito hitchhiking on an airplane introduced the virus. Outbreaks of the West Nile virus have occurred before in Egypt, Asia, Israel, South Africa, and in some parts of Europe. West Nile virus was first found in the United States in New York City in the fall of 1999. During that outbreak, 61 people became ill. Seven people died of West Nile virus-related infections during this initial outbreak. Since its detection in the United States in 1999, the West Nile virus has been identified in more than 40 states. Among those individuals severely infected, more than 100 deaths have been recorded. Most infections with West Nile virus have been identified in wild birds, but the virus can also infect horses, dogs, cats, domestic rabbits, domestic birds as well as humans. West Nile virus is spread to humans by the ...

A Curriculum Development Issue Research Paper Example | Topics and Well Written Essays - 1000 words

A Curriculum Development Issue - Research Paper Example A social policy statement which was established in 1980 and amended in 1995. The statement explains the meaning of nursing, diagnosis requirement of a nurse and the main purpose of nursing activities. It clearly explains the requirement of a competent nurse in the health sector. It talks about the basic knowledge which is required of a qualified nurse. The statement specifies the main components required in the definition of nursing role and competent in the health sector. As observed by Fasoli (2006), nurses’ schools and faculties are supposed to comply fully with the Nursing: A social policy statement. The policy does not give room for immediate advancement of the training methodology. The strictness of the policy statement limits the advancement of the nursing curriculum. The curriculum is delimited by the policy to act immediately to the emerging technological and health changes. On the other hand, the policy restricts the nursing training schools from advancing the circular without the approval of the concerned health body. Health schools are expected to train what is speculated in the policy. Health policy on the other hand, is very useful in the nursing profession and most specifically in the training process. It clarifies the requirement for a credible nurse. It provides a guideline of what should be taught in the healthcare school. Its strictness is very essential in maintaining the quality of nurse activities in the health sector. ... The policy does not give room for immediate advancement of the training methodology. The strictness of the policy statement limits the advancement of the nursing curriculum. The curriculum is delimited by the policy to act immediately to the emerging technological and health changes. On the other hand, the policy restricts the nursing training schools from advancing the circular without the approval of the concerned health body. Health schools are expected to train what is speculated in the policy. Health policy on the other hand, is very useful in the nursing profession and most specifically in the training process. It clarifies the requirement for a credible nurse. It provides a guideline of what should be taught in the healthcare school. Its strictness is very essential in maintaining the quality of nurse activities in the health sector. Nursing school are limited the power of including irrelevant contents in their curriculum. Any additional in the curriculum must be approved by t he entire health sector. Nurses have the capability of working everywhere in the world due to the universality of the health policy. The policy has also helped nurses in specifying their position in the health sector. The role of the nurse in health sector is clearly explained in the policy. This reduces role confusion in health sector. Curriculum Development Strategies Development of nursing curriculum as a process has neither beginning nor an end. Once it has been developed, the curriculum undergoes modifications and refinements as it becomes evaluated and implemented. This modifications and refinements are performed because a nursing curriculum that is perfect cannot be finalized and achieved when the context within which the

Religion Essay Example | Topics and Well Written Essays - 750 words - 10

Religion - Essay Example Khan tackles this question as a public figure in the United States. She talks about growing up in America and how for a long time all she wanted to do was fit in. She turned her back on her faith and on the teachings of prophet Mohammed. Eventually, she began to see a Allah-shaped hole in her life and rediscovered her faith. But she felt that Muslims should reach out to other faiths in their community in order to share ideas and concepts and to help bind the community together. She has done this through her interfaith dialogues in New York. She has worked hard to bring disparate people together. For her, Mohammed teaches that we are the children of God and that the divisions sometimes generated by faith are false ones that can and should be overcome. Of course, this takes a great deal of work, so Khan must work tirelessly to promote her message. Islam is a soft thing, not a hard thing, and violence must be removed from the faith. People need to have a better understanding of the fait h, Khan believes. Part of being a Muslim involves your own personal faith, but part also involves sharing with others what Islam is really about. After the terrorist attacks in New York, Khan began to really pick up this thread and do her best to show people that Islam is a religion of peace not of war and that people should learn more about what it really means. Some of the best ambassadors, she thinks, are artists from the community rather than fire-breathing imams. This softer side of Islam, the artistic side, is what she believes is sometimes lost in the mix. So she does her best to communicate through a number of interfaith dialogues with people of different religions and persuasions. 2. Why are there different interpretations in Islam, and what is your opinion about these different interpretations? - Support you opinion with relevant material and avoid critical or offensive remarks. Islam is a very large religion with many

Final Exam Intro to Politics Essay Example for Free

Final Exam Intro to Politics Essay Subject: Introduction to Politics Lecturer: Akbar Meirio Assignment: Clipping about a country phenomenon (Republic of Korea) using Post- Behavioralist Approach South Koreas first nudist beach planned to boost tourism A South Korean province is considering setting up the countrys first nudist beach in an attempt to boost tourism, but is already receiving protests from the public, officials said Wednesday. The idea was initially put forward by the East Sea-Rim Headquarters (ESRH) a department of the government in the eastern province of Gangwon. The proposal envisages opening a nudist area by 2017 to attract more foreign visitors to a province known for its sandy beaches. We see this project as part of our efforts to promote tourism, an ESRH official said. Despite its rapid modernisation, South Korea remains a largely conservative country and the official said the plan would need the approval of local residents. Without their consent, it will be difficult to push ahead, she said. In fact, weve already received protest calls from some residents since the project was reported, she added. The idea of a nudist each was first mooted in 2005 but was swiftly discarded because of public opposition. South Korea considers first nudist beach an attempt to boost tourism. The idea of a South Korean nudist beach was first mooted in 2005 Photo: GETTY The idea was put forward by the East Sea-Rim Headquarters (ESRH) a department of the government in the eastern province of Gangwon but is already receiving protests from the public, officials said on Wednesday. The proposal envisages opening a nudist area by 2017 to attract more toreign visitors to a province known tor its sandy beaches. We see this project as part of our efforts to promote tourism, an ESRH official said. Despite its rapid modernisation, South Korea remains a largely conservative country and the official said the plan would need the approval of local residents. South Korea to get its first nude beach? By Frances Cha Officials havent decided which beach will be sans-clothes. In this photo: Yonghwa Beach in Gangwon Province. (CNN) Cold water and nude beaches dont necessarily mix well. Add to the equation a very conservative society and the idea of a nude each seems rather ambitious, if not impossible. In a surprisingly creative tourism push, officials in north east Gangwon Province are aiming to set up South Koreas first nude beach, with the first clothes to be shed in 2017. Its an effort to boost tourism to the peninsulas east coast beaches, which lose out every year to the west coast in luring summer visitors from the capital Seoul. Although the east coast has more beautiful, sandy beaches, the water tends to be colder, the season shorter and the distance from Seoul is greater than the beaches to the west. The massively popular annual mud festival is also held on the west coast. Skinny dip-friendly This is part of our plans to create beaches with specific purpose, like a beach for families, a beach for couples, a beach for pets, and yes, a nude beach, said an official from the municipalitys Pan-East Sea Division at a seminar on Tuesday, according to the Korea Times. Calls by CNN to officials were not answered on Thursday. Somewhat surprisingly, this is not the first time the subject has been broached by government officials. And in the past its the public thats shuttered the idea. Gangwon Province tried to launch a female-only nude beach in 2005, while

The Successful Business Of Google Inc Commerce Essay

The Successful Business Of Google Inc Commerce Essay The aim of this study is to explore the features of an organization that contribute towards successful technological innovations. We would use a case study approach to analyze the same, with company in focus being Google Inc. We would use the book Managing Innovation by Joe Tidd and John Bessant as the base for our literature review. This would be supported by the following articles: The Innovation Value Chain, The Ambidextrous Organization, Innovation Management in context: Environment, Organization and Performance, Managing Innovative RD teams and Leadership and Innovation: Relations between Leadership, Individual Characteristics and the Functioning of RD teams. The study showcases that there is no single best structure that facilitates innovation. An organization needs to develop the most suitable fit between the structure and the operating contingencies. There are numerous things that affect the innovative performance of the company and innovation should not be looked at in isolation but as a whole cross-functional system. Literature Review and Case Study: Tidd and Bessant (2009) state that an innovative organization needs to align itself with the external environment and build internal structures, processes and culture that enable innovation to flourish. Innovation depends on a range of factors and the innovation process should change itself with changes in the business environment. There is no single best measure of innovation and some indicators work well for certain sectors while others dont. In short, fostering innovation is a lot more complex than it sounds. A set of components, which appear to be linked with success, have been drawn out by Tidd and Bessant (2009). Let us examine these components in greater detail. Shared Vision, Leadership and the Will to innovate: Leadership is perhaps the most critical ingredient in any successful company. Without this, an organization cannot move forward. Not everybody is able to recognize opportunities. Leaders need to have an alert mind to spot them and have the risk taking ability, ability to motivate others in the team and the will to innovate and exploit the opportunity. Stoker et al (2001) state that the role of leaders keeps changing according to different stages of innovation. The leadership style also keeps evolving, from being visionary at the initial stage and take the first step, to involving employees and then to facilitating self-managing teams. A leader has to exercise a style that fits not only the team, but also the environmental characteristics and individual characteristics of the team members. It has been observed that empowering people is directly related to the quality of work and it also enhances the loyalty of employees. Top managements commitment and shared sense of purpose among the employees/team members are key features of a successful organization. The founders of Google Inc., Larry Page and Sergey Brin, had the mission to organize the worlds information and make it universally accessible and useful (Corporate Information). It is this mission of theirs that motivated them and provided them with the courage to take it forward. They struggled quite a lot to get initial funding to get the venture started (Casey, 2007). It was due to their will and leadership qualities that Google took off and now adds value to the whole world. Appropriate Structure: If an organization wants to thrive, its structures and processes need to enable technological change. As innovation does not happen in isolation, smooth flow of information and cross-functional co-operation are required to foster innovation. An innovation is like a fragile flower that needs right kind of environment to flourish. It does not take long for a potentially great innovation to simply die out. Tidd (2001) argues that complexity and uncertainty of the environment affects the degree, type, organization and management of innovation the greater the fit between these factors, the greater the performance of the innovation. Organizational structures are influenced by the nature of task to be performed and by the business environment. Increasingly, innovation is becoming a corporate-wide task, involving not only RD but also production, marketing, administration and other external entities such as customers, suppliers, consultants, etc. It is important to note that not always do loose models/structures for innovation work and appropriate balance needs to be sought between the flexibility and rigidity of the structure. Thamhain (2003) states that the key challenge is not so much of generating ideas in the RD department, but effective transfer of technology from the inception to the market. Here, an appropriate structure is required to enable the transfer. One of the toughest challenges faced by companies is to balance current/present opportunities with future ones (OReilly Tushman, 2004). Under such circumstances, it is suggested that an organization has separate structure/process/culture for new innovations as the existing system might cause hindrances for the new ones. According to the book, The Google Story, the initial employees of the company were actually friends who studied at the Stanford University with Larry Page Sergey Brin. Due to this, the environment in Google was always casual and had little hierarchies. Even though the environment has always been casual, the co-founders still hold a tight grip on many of the companys decisions (Smith, 2007). It is this casual atmosphere and horizontal management style that forms an appropriate structure to foster innovation. Key Individuals: As there are various uncertainties and complexities involved with innovations, it is helpful to have a key individual (or a group) who is passionate and enthusiastic about the innovation and is willing to take it through the organizational system. These key individuals may be product champions or the leaders of the organization. Through their passion, they motivate others in the organization to look at their innovative idea / invention that could add value not only to the customers but also the organization. They have to have the ability to solve problems that could arise during the development / commercialization process and should be committed towards it. Even if they do not have detailed technological knowledge, they need to strongly believe in the potential of the innovation. Key individuals would also need to face other issues such as procuring resources, convincing skeptical or hostile critics elsewhere in the organization. Their faith in the potential should be so strong that they manage to overcome all the barriers. Larry Page Sergey Brin have been the leaders and key individuals behind Google. They had a complete understanding of the technology. They faced a lot of challenges initially, especially with regards to funding, but they stuck to what they believed in and overcame all the barriers. Now, they encourage their employees to embrace the role of key individuals with regards to their respective innovative idea (Weldie, 2009) and take their ideas forward. High Employee Involvement in Innovation: Just like the saying, The more the merrier, the more the number of people involved in an innovation, the chances are that feedback and suggestions provided by them would help to improve the offering. Innovation is no longer confined to specialists in RD, Marketing or IT departments. It should be realized that creative skills and problem-solving abilities are possessed by almost everybody in the organization. Although each individual may only be able to make limited, incremental innovations, the sum of these efforts can have far-reaching impacts. Continuous improvements, involving large number of motivated individuals and taken over an extended period of time, has the potential to significantly impact the strategic development of the organization. This could also turn out to be an inimitable source of competitive advantage over the long term. Effective Team Work: The only factor that equals Leadership of the organization to achieve successful innovation is an effective team work. It is the team that is at the heart of the innovation activity. If innovation is primarily about combining different perspectives in solving problems, then teams/groups have more to offer than individuals in terms of fluency of idea generation and in flexibility of solutions developed. Cross-functional teams can bring together different knowledge sets required to take the innovation forward. They also represent a forum where deep rooted differences in perspectives can be resolved. As an innovation is not confined to a single department, a cross-functional team can help other departments understand different perspectives and help facilitate smooth flow of information and integration between different departments. With this in mind, teams are increasingly being seen as a mechanism for bridging boundaries within an organization and in solving inter-organizational issues . In order to develop an effective, high-performance team, tasks and objectives must be clearly defined, there should be effective team leadership, there should be a good balance of team roles and it should be matched to the individuals behavioral style and a continuous interaction with other factors that could affect the innovation. It should be noted that such teams rarely happen by chance. They result from a careful selection which is aligned with the needs and requirements of the innovative idea in hand. An effective team is a critical determinant of the projects success and the corporate management should be responsible for putting together a capable, cross-functional team. As the team members may come from varied backgrounds, a mechanism should be in place to resolve conflicts as soon as possible so that the speed of the innovation process is not hindered. Soon after launching, the founders realized that if they want to grow, they need to bring in professional management. In 2001, they appointed Eric Schmidt as the CEO to bring to table the capabilities that they lacked (Casey, 2007). It was then they stared their process of building professional/experienced team with defined tasks. Creative Climate and Culture: Creativity of individuals needs to be fostered through the right environment. An organization needs to set up conditions within which innovative ideas can flourish. Under this, a firm needs to put its people at the heart of innovation. The structures and processes should be designed around people and not the other way round. In the knowledge economy, it is about managing the minds of individuals by providing them with right infrastructure suited for growth. Culture is a complex concept which mainly refers to shared values, beliefs and agreed norms which shape behavior of individuals. Changing the culture of an organization is one of the toughest things for the management as it is path dependent. But by bringing about alterations in the structure or processes, an organization can gradually move towards the desired culture. However, this is a time consuming process and requires acceptance by the employees. One way to facilitate this is by rewarding / incentivizing employees based on the new structure. In an organization with a supportive and innovative culture, individuals with bright ideas can progress them with support and encouragement from the system. Management needs to ask itself whether the current structure is supporting or acting as a hurdle to innovation. Also, do employees have all the resources and freedom required to innovate. Innovation is inherently uncertain and will often involve failures as well as successes. The management needs to understand this and build a culture where people take risks and failures are accepted as an opportunity for learning and further development. The biggest barrier lies in the minds of individuals, who are reluctant to innovate due to risks associated with failures. Failures should not be looked down upon and the senior management and leaders should clearly communicate this to the organization. Managerial leadership style, both at RD and senior management, has significant impact on creativity (Thamhain, 2003). Googles organizational culture provides enough space for employees to learn, experiment and grow. The casual and friendly environment promotes interaction between employees which results in enhanced knowledge base and thus promotes innovation. In each of its offices, Google has a big cafeteria with large tables and maximum seating capacity. Managers have observed that people like to talk while having their food. People from different product teams sit together for meals and interact with each other. As people from different product teams come together, the interactions become quite diverse. This mechanism of knowledge sharing leads to collective learning and thus benefits the organization as a whole (Merrill, 2007). Looking Inwards and Outwards for Innovative Ideas: An organization can no longer just look inwards for innovative ideas. As innovation is increasing becoming an open process, collaboration with external parties is gaining importance. This includes associations with suppliers, customers, consultants, etc. the top management needs to ensure that the organization does not face the Not invented here syndrome (Hansen and Birkinshaw, 2007) and looks forward to exploit relevant innovative ideas thrown at them by the external partners. The leaders also needs to provide opportunities for its employees to be part of various conferences, seminars, networking events, etc and tap into the knowledge base of those outside the organization. Knowledge accumulation is a slow and steady process and idea generation does not happen overnight. Keeping this in mind, the management should not pressurize it employees to come up with innovative ideas just after being a part of a single workshop, for example. Hansen and Birkinshaw (2007) argue that companies need to assess whether they are sourcing enough ideas from outside the company or even outside the industry. Many firms do this poorly, resulting in missed opportunities. Clear Understanding of User Needs and User Involvement: The base of every business is its understanding of user needs. It is this point that determines the success or failure of the organization. Any user-focused innovation needs to know exactly what the user wants, how he wants it and how much is he willing to pay for it, among others. Having the end point in mind, the organization can draft its strategies accordingly, in order to meet the customers needs. Increasingly, companies are involving customers in the innovations process. This sort of arrangement is helping organizations develop more personalized offerings while creating a sense of loyalty in the minds of the customers. Involving the users also provides great insights into how the user uses the product or service, how is their experience like, what they expect at the end of the usage journey, etc. All these insights can highlight areas that require further innovation and this can be a source of competitive advantage for the company. Understanding of the Macro and Micro Environment: An organization needs to analyze it Macro environment in order to understand the changes that are taking place in the Political environment, Economic situation, Society, Technological arena, Ecological and Legal frameworks. This would provide a sense of direction where the world is heading, and based on this, potential areas of innovation can be explored. Analysis of the Micro environment is useful in providing a clear picture of the industry the company operates in. It would showcases the position of competitors in the market, bargaining power of customers and suppliers, threats from substitutes and threats from new entrants into the market. Based on this, an organization can draft it differentiation strategy and establish a foot hold in the market. Conclusion:

Effect of rice and rye straw

AbstractionPurposes: To analyze the suppression of the growing of Microcystis aeruginosa by different-term infusions of rice straw ( 0.2, 10, 50 and 100 yearss ) and rye straw ( 0.2, 5, 15, 40, 50, 100 and 150 yearss ) . Methods and Consequences: All infusions with high concentration indicated repressive consequence on the growing of M. aeruginosa, and the 0.2-day infusion from rice straw and the 40-day infusion from rye straw indicated the most effectual 1s with EC50 values of 28.0 milligrams C l-1 and 18.9 milligrams C l-1, severally. The extract concentration of rice straw had negative relationship with the maximal growing and growing rate regardless decay continuance, whereas rye straw showed the negative relationship between the extract concentration and the lone maximal growing of M. aeruginosa. Features of infusions through extremist violet optical density should be changed due to debasement of straws. Decisions: Rice and rye straw infusion showed the possibility to command the growing of M. aeruginosa, and nevertheless, might be considered as an facet of another unexpected potency pollutant. Significance and Impact of the Survey: To place most effectual agent against algal growing, extracts from long-run debasement of straws could give more opportunity and possibility to happen allelochemicals. Keywords: long-run infusion, allelopathy, suppression, rice straw, rye straw, SUVA, Microcystis aeruginosaIntroductionTellurian workss have been known to incorporate assorted allelochemicals with anti-algal belongingss ( Rice, 1984 ) . For illustration, barley straw studied comparatively more than other straws like rice and rye has been reported to demo an suppression consequence of algal growing ( Pillinger et al. , 1992 ; Newman and Barrett, 1993 ; Barrett, 1994 ; Everall and Lees, 1996 ; Barrett et al. , 1996 ; Everall and Lees, 1997 ; Cooper et al. , 1997 ) due to assorted compounds extracted from barley straw under many different conditions, for case, oxidized phenolic compounds from lignin beginnings ( Pillinger, 1993 ; Chesson et al. , 1982 ) , p-coumaric and ferulic from cell wall-bound constituents ( Chesson et al. , 1982 ) , and tannic acid ( Hussein, 1982 ) . Rice straw has besides been known to let go of allelochemicals with phenolic compound to restrict the sprouting, gr owing, photosynthesis, respiration and metamorphosis of other workss ( Rice 1984 ; Inderjit et Al. 1995 ; Chung et Al. 2001 ) . Park et Al ( 2006 ) showed interactive and repressive consequence of assorted phenolic compounds extracted from rice straw on the growing of Microcystis aeruginosa. These straw-derived compounds may dwell of legion complex chemicals with assorted features in an aqueous status. As straws would be applied into aquatic ecosystems to command detrimentally algal growing, straw-derived chemicals would be excreted continuously, accumulated or changed into H2O column and features of chemicals would be changed harmonizing to the debasement clip which might be linked with the lability of chemicals. However, there was small information on this relationship between allelochemical production and debasement clip about rice and rye straws. Therefore, our purposes were to analyze whether released chemical from rice and rye straws harmonizing to decomposition clip has different suppression consequence on the growing of cyanobacterium, Microcystis aeruginosa, known as nuisance algae around the universe, and to foretell the alteration of features of extracted stuffs during decomposition clip.Materials and methodsCollection of works stuffsRye straw ( Secale cereale L. ) was collected in Keumsan, South Korea. Rice straw ( Oryza sativa L. ) which was non applied with pesticides to analyze insect pathology was obtained from Kangwon Province Agricultural Research and Extension Service, South Korea. All stuffs were instantly moved to research lab, rinsed several times with tap H2O, dried at 50? for 3 yearss and stored in a dark status at room temperature. Stored workss were cut, mortared, and sieved through 1-mm mesh before experiment.Preparation of short or long-run decomposed infusionsNine gms of each works stuff ( dry weight ) were placed in a 2 L Erlenmeyer flask, incorporating 1.8 L of Moss medium. The composing of Moss medium was ( in milligram ) 16.8 Ca2+ , 5.0 – 10-4 Co2- , 3.0 EDTA, 2.0 – 10-2 Fe3+ , 2.2 K+ , 2.4 Mg2+ , 2.0 – 10-2 Mn2+ , 4.0 – 10-3 Mo6+ , 13.6 Na+ , 6.4 NH4+ , 21.0 NO3- , 0.9 P5+ , 3.3 S6+ , 4.9 Si4+ , 5.0 – 10-3 Zn2+ , 3.3 – 10-8 Cyanocobalamin ( B12 ) , 3.3 – 10-7 d-Bioti n, 3.3 – 10-8 Thiamin-HCl ( B1 ) in 1 L of distilled H2O. To break up straws for a long clip, an aerator provided aerophilic status into the 2 L Erlenmeyer flask because maintaining aerophilic status was of import for the production of phytotoxic chemicals. For illustration, Welch et Al. ( 1990 ) indicated that microbic decomposition of barley straw was critical for the suppression of algal growing, and Newman and Barrett ( 1994 ) suggested that the chief demands for straw to be active are the care of aerophilic conditions and an active and diverse microflora. Humidifier prior to the aerator was installed to forestall the loss of infusions and civilization medium from the vaporization by blow uping dry air. The infusions from rice straw were sampled after 0.2, 10, 50 and 100 yearss from puting straws in the civilization medium and those of rye straw were obtained after 0.2, 5, 15, 40, 50, 100 and 150 yearss from presenting straws. Each subsampling, 200 milliliter of infusions were filtered through a glass fibre filter paper ( Whatman, GF/F ) , and so filtrate was lyophilized and stored in a icebox until Microcystis aeruginosa growing trial. Culture medium including infusions was made by fade outing 20 milligram of lyophilised stuff in 100 milliliter of sterilized Moss medium and filtered through a glass fibre filter paper ( Whatman, GF/F ) . Then, to quantitatively look into the suppression of M. aeruginosa growing by infusions, civilization medium including infusions was diluted with sterilized Moss medium to a scope of concentration of infusions ( test solution ) . Tested concentrations of infusions each decomposition period of straws were in Table 1. The concentrations of dissolved o rganic C ( DOC ) in infusions were determined utilizing the TOC analyser ( TOC-5000A, Shimadzu ) . Each 10 milliliter of civilization medium was stored at 4? to mensurate UV 260nm optical density.Culture status and growing finding of M. aeruginosaEach 4 milliliter of trial solutions was transferred into five glass civilization tubings ( c.a. 11 milliliter, USA Scientific Culture Tube ) with a cap and so, autoclaved. After 1-day chilling, each 0.3 milliliter of M. aeruginosa ( obtained from Institute of Hydrobiology, China ) was inoculated into four tubings and cultured. Remained one civilization tubing was used to mensurate clean value of fluorescence or optical density to observe algal growing each infusion. M. aeruginosa in exponential or stationary growing phase was inoculated for the experiments. Culture tubings were incubated in 25 ±1? and illuminated by fluorescent visible radiations to give about 80? E m-2 s-1 for 24 h every twenty-four hours. Tubes were agitated with a whi rl sociable twice a twenty-four hours. The places of experimental tubings in an brooder were randomized at least four times a hebdomad. In vivo fluorescence of M. aeruginosa was measured with 1 or 2 yearss interval utilizing a spectrofluorophotometer ( RF-1501, Shimadzu ) at 343 nanometer of an excitement wavelength and 680 nanometer of an emanation wavelength. Absorbance ( 680 nm ) of algal cells to mensurate algal growing was determined with 1 or 2 yearss interval utilizing a spectrophotometer ( 101, Hitachi ) alternatively of fluorescence after 50-day infusion of rice straw and 100-day infusion of rye straw.Determination of M. aeruginosa growing and statistics techniquesTo cipher maximal growing ( K ) and growing rate ( u ) of M. aeruginosa, a logistic map was used to show a sigmoid curve for algal growing ( SigmaPlot 9.0, Jandel Scientific ) as follows: EC50 values ( concentration, when 50 % suppression consequence occurs ) were obtained from maximal growing values of each trial compared with control on log-probit graduated tables. A consecutive line linking the two closest values above and below the line matching to 50 % suppression was obtained ( Yamane et al. , 1984 ) . In instance of 50 and 100 yearss in rice straw and 0.2 twenty-four hours in rye straw, EC50 values were calculated by the extrapolation of two closest informations of less than 50 % suppression. To cipher â€Å" no-inhibition upper limit tested concentration † , referred as a maximal concentration shown no-inhibition out of tried concentrations, repeated measured analysis of discrepancy ( ANOVA ) with station hoc of Dunnett trial was used ( p & gt ; 0.05 ) to compare the distribution of optical density or fluorescence for observing M. aeruginosa growing between control without infusion and trial solutions. One-way ANOVA ( station hoc Duncan trial ) was util ized ( p & A ; lt ; 0.05 ) to compare normalized maximal growing or normalized growing rate among three groups of dissolved organic concentration ( DOC ) of infusions, and normalized maximal growing or normalized growing rate are calculated by divided maximal growing or growing rate in trial solution by in control, severally.Ratio of UV260 and DOC in infusionsIn order to foretell the alteration of features of infusions during decaying, the ratio of UV optical density at 260 nanometers and DOC concentration ( SUVA ; specific extremist violet optical density ) was measured. The UV optical density and DOC were measured by a spectrophotometer ( UV-2401PC, Shimadzu ) and TOC analyser ( TOC-5000A, Shimadzu ) , severally.ConsequencesConsequence of infusions of rice and rye straws on M. aeruginosa growing harmonizing to decomposition continuanceEffectss of infusions from rice and rye straws harmonizing to decay periods on M. aeruginosa growing were in Table 1. In rice straw, 0.2-day decay i nfusions showed the highest suppression consequence of the growing of M. aeruginosa among four different decomposition periods and the EC50 value was 28.0 mg C l-1. The infusion of 10-day decay was followed with EC50 value of 30.7 milligrams C l-1. In 50-day and 100-day of decomposition, repressive effects were much less than those in 0.2- and 10-day infusions, and stimulus effects were shown in the scope of less than 23 mg C l-1. Although each period has different concentration of infusions, when no-inhibition maximal concentration was considered in all decomposition periods, 0.2-day and 10-day decay with & A ; lt ; 9 and & A ; lt ; 2 milligram C l-1, severally, could bespeak higher inhibitory possible to command the growing of M. aeruginosa than 50-day and 100-day decay with 23 and 17 milligrams C l-1, severally. Likewise, growing per centum against control at maximal concentration each decay period showed similar form in malice of otherwise maximal concentrations. Overall, repres sive ability was mostly increased in scope of more than approximately 30 milligrams C l-1 in all decay periods ( Figure 1 ) . In rye straw, suppression capableness from 0.2-day decay to 40-day decay increased harmonizing to decay clip through decreasing of EC50 values ( Table 1 ) . Although suppression ability was diminished from 50-day decay infusion, suppression of M. aeruginosa growing increased until 150-day decay. Infusions of 40- and 150-day decay of rye straw had the highest repression capableness with 18.9 and 19.7 milligrams C l-1 of EC50 value, severally. Stimulus or repressive effects on the growing of M. aeruginosa coexisted in similar concentration of infusions from different decomposition clip ( Figure 1 ) . This phenomenon might give equivocal information to construe the repressive consequence by infusions from assorted decay phases. However, it was clear to demo positive relationships between extract concentration and repressive consequence, and perchance to bespeak that different substances from straws might be produced harmonizing to decay periods.Consequence of extract concentrations on the maximal growing and growing rate of M. aeruginosaPercentage of maximal growing ( K ) and growing rate ( u ) of M. aeruginosa in each trial solution normalized by K and u in control was shown in Fig. 2, and three groups were differentiated by merely DOC concentration of infusions irrespective of decay periods ; low ( 2-10 milligram C l-1 ) , medium ( 11-30 milligram C l-1 ) , and high ( & gt ; 30 milligram C l-1 ) DOC. In rice straw, means (  ± SE ) of normalized K and U of M. aeruginosa were 102.5 (  ± 4.9 ) and 96.9 (  ± 2.9 ) in low DOC and 95.0 (  ± 11.1 ) and 102.1 (  ± 5.1 ) in medium DOC, severally, and there was no important difference in K ( p=0.655 ) and u ( p=0.710 ) between low and medium DOC ( one-way ANOVA, n=13 ) . However, agencies (  ± SE ) of normalized K and U in high DOC were 20.4 (  ± 18.5 ) and 43.4 (  ± 21.9 ) , sever ally, and infusions in high DOC might incorporate strong suppression ability against both maximal growing and growing rate of M. aeruginosa. In rye straw, there was important difference in K among three degrees ( one-way ANOVA, F2,25=22.386, P & A ; lt ; 0.001, station hoc Duncan, n=26, P & A ; lt ; 0.005 ) , but no important difference in U among three degrees ( one-way ANOVA, F2,25=0.664, p=0.524 ) . This rye infusion showed repressive consequence on maximal growing but non on growing rate. Means (  ± SE ) of normalized K and u were 106.3 (  ± 6.8 ) and 101.4 (  ± 5.5 ) in low DOC, 67.3 (  ± 8.8 ) and 111.5 (  ± 7.9 ) in medium DOC, and 33.9 (  ± 8.5 ) and 89.9 (  ± 20.6 ) in high DOC, severally.Change of features of infusions harmonizing to decomposition clipSUVA values versus decay periods each infusion were shown in Fig. 3. Those SUVA values were increased harmonizing to decay periods in both straws. It might propose that features of infusion were altering during decomposition of straws, and both infusion could hold different stuffs. Slopes between decay clip and SUVA in rice and rye straw were 0.017 ( R2=0.63, P & gt ; 0.05 ) and 0.019 ( R2=0.93, P & A ; lt ; 0.01 ) , severally.DiscussionThis probe of time-course decomposition in rice and rye straws demonstrated that suppression capacity of infusions on the growing of M. aeruginosa increased with high concentration, whereas low concentration showed no-effect or stimulation for its growing in all decay periods. In rye straw, all infusions after 5-day decay showed higher suppression ( lower EC50 values ) than 0.2-day decay ( Table 1, Fig. 1 ) . Particularly, infusion of 150-day decay along with 40-day had maximal suppressive consequence, and this consequence was similar to the survey of Gibson et Al. ( 1990 ) utilizing barley straw, which indicated that the repressive consequence was produced increasingly during the decomposition of the barley straw and reached a maximal after six months. However, the survey utilizing rice straw showed different forms, where the leachates of short-run decay were more effectual than that of long-run decay although limited factors for comparative experiment between rye and rice straw were existed such as deficit of decay continuance and narrow concentration scope of rice straw. The growing of M. aeruginosa in a bioassay experiment would be inhibited due to the chelation of food by the leachates or straw-secreted antialgal bioactive compounds. The former ground might be ruled out, because there were ample foods and hint elements for the growing of M. aeruginosa in the civilization medium and the stimulation of algal growing in lower concentrations of leachates could non be explained by chelation mechanism. Similarly, one of indispensable growing factors, such as vitamin B12, would be more likely to be produced by straw microflora so removed from solution ( Welch et al. , 1990 ) . For the latter ground, several surveies demonstrated that algal growing inhibited by straw-secreted antialgal substances was associated with the straw decomposition ( Gibson et al. , 1990 ; Pillinger et al. , 1994 ; Ridge and Pillinger, 1996 ) . Ridge and Barrett ( 1992 ) showed that the straw was active even at low concentrations against a scope of algae in natural Waterss including unicellular and filiform green algae and blue-green algae. The difference of lignin content between rye and rice straws could be contributed into different forms of algal suppression when considered that lignin content of rye straw was much more treble than that of rice straw ( lignin content: 21 % in rye straw from Kocheva et al. , 2008 and 7 % in rice straw from Sun et al. , 2000 ) , although we did n't analyse lignin contents of our tried straws. Pillinger et Al. ( 1995 ) showed that lignin-enriched brown-rotted wood is repressive to both Chlorella and Microcystis to a greater extent than lignin-depleted white-rotted wood. As decomposition status in this survey, oxidization of straw may ease lignin solubilization and/or enhance toxicity of the solubilized materal ( Pillinger et al. , 1994 ) . Besid es, lignin appears to be the most promising beginning of compounds like the methoxyphenols ( Ridge et al. , 1995 ) . Methoxyphenols every bit good as quinones, used theoretical accounts for oxidised phenolic compounds, have shown antialgal activity against Microcystis ( Pillinger et al. , 1994 ) . Other phytotoxic compounds such as ferulic, p-coumaric, vanillic, and p-hydroxybenzoic acids were found both in cold-water infusions of the straw of barley, rye, wheat, and in alcoholic infusions of their roots ( Borner, 1960 ) , and in rice straw ( Rice 1984 ; Inderjit et Al. 1995 ; Chung et Al. 2001 ) . The ground demoing otherwise repressive activity during straw debasement would probably be due to the continuum of production, the accretion of stubborn fraction and the chemical transmutation from assorted allelochemicals. As an application of an algae-growth inhibitor, adopted straws would undergo aging, decease, and decomposition in aquatic ecosystem. Under these conditions, plant-induced allelochemicals may be excreted or degraded continuously, be piled up into H2O columns, and besides contribute to the pool of organic affair in the aquatic ecosystem. These plant-derived allelochemicals contribute the formation of humic substances. SUVA can give information about the extent of aromacity of DOM related with humification. Increase of inclines between SUVA and decay periods in tried straws might ensue from the formation of stuffs such as humic substances harmonizing to decay periods and the gradual increasing of fractious fraction instead than labile one ( Fig. 2 ) . Chemical constr uction of straw infusions can be changed during biological and chemical decomposition, i.e. , labile fractions might be much more easy degraded than stubborn 1s ( Fig. 2 ) . For illustration, SUVA, an index of aromatic C content, has been shown to be negatively correlated with biodegradable DOC ( Kalbitz et al. , 2003 ) . However, qualitative designation and each specific consequence on the algal growing from decayed infusions remain to be studied. Although specific chemicals may be needed to be identified for the ecologically and environmentally safe options of Restoration, interactive consequence by combination of several chemicals might be considered ( Park et al. , 2006 ) . Short-run extraction from straws might lose out the opportunity to happen much better option, since this survey showed that infusions were chemically changed due to debasement and changed infusions showed different ability to suppress both maximal growing and growing rate of M. aeruginosa. Conversely, the sig nificantly algicidal chemical might be missed from infusions of low concentration demoing stimulus consequence on M. aeruginosa growing in this survey. Particularly, notable would be the observation to demo the different form about the suppression of maximal growing and growing rate between rice and rye straw infusions ( Fig. 2 ) , and nevertheless, these physiological features might be remained to be elucidated. Although all tested workss showed the suppression of algal growing in this survey, before works leachates incorporating allelochemicals are applied to command algal growing, the addition of the organic affair by leachates in the lakes or reservoirs demands to be considered. The importance of the control of organic affair is beyond difference in the H2O quality direction and research lab consequences should be extrapolated to the field with cautiousness.DecisionAll extracts with high concentration expressed by DOC showed repressive consequence on the growing of M. aeruginosa, and the 40-day infusion from rye straw indicated most effectual 1 with the lowest EC50 value of 18.9 mgC l-1. It was found that the extract concentration of rice straw had negative relationship with the maximal growing and growing rate, whereas rye straw showed negative relationship between the extract concentration and the lone maximal growing of M. aeruginosa. Through UV optical density, features of infusions s hould be changed due to debasement of straws, and this alteration might be linked with their repressive ability on the growing of M. aeruginosa. However, increasing DOC as unexpected pollutants every bit good as extrapolation of research lab plants into field status should be considered anterior to using infusions from straws as an option for Restoration technique.MentionsBarrett, P.R.F. , 1994. Field and laboratory experiments on the effects of barley straw on algae. 1994 BCPC monograph No.59: comparison greenhouse & A ; field pesticide public presentation II pp.191-200.Barrett, P.R.F. , Curnow, J.C. , Littlejohn, J.W. , 1996. The control of diatom and cyanophyte blooms in reservoirs utilizing barley straw. Hydrobiologia 340, 307-311.Borner, H. , 1960. Liberation of organic substances from higher workss and their function in the dirt illness job. Bot. Rev. 26, 393-424.Chesson, A. , Stewart, C.S. , Wallace, R.J. , 1982. Influence of works phenolic acids on growing and cellulolytic a ctivity of first stomachs bacteriums. Appl. Environ. Microbiol. 44, 597-603.Chung, I.M. , Ahn, J.K. and Yun, S.J. ( 2001 ) Appraisal of allelopathic potency of barnyard grass ( Echinochloa crus-galli ) on rice ( Oryza sativa L. ) cultivars. Crop Prot 20, 921-928.Cooper, J.A, Pillinger, J.M. , Ridge, I. , 1997. Barley straw inhibits growing of some aquatic saprolegniaceous Fungis. Aquaculture 156, 157-163.Everall, N.C. , Lees, D.R. , 1996. The usage of barley-straw to command general and bluish green algal growing in a Derbyshire reservoir. Wat. Res. 30, 269-276.Everall, N.C. , Lees, D.R. , 1997. The designation and significance of chemicals released from break uping barley straw during reservoir algal control. Wat. Res. 31, 614-620.Gibson, M.T. , Welch, I.M. , Barrett, P.R.F. , Ridge, I. , 1990. Barley straw as an inhibitor of algal growing II: research lab surveies. Journal of Applied Phycology 2, 241-248.Hussein, A.S.M. , 1982. Algicidal belongingss of Acacia nilotica. Fitoterapia 53, 175-177.Inderjit, K.M.M. Dakshini, and F.A. Einhellig ( explosive detection systems ) , 1995. Allelopathy: Organisms, Processes, and Applications. ACS Symposium Series 582. Washington, DC: American Chemical Society.Kalbitz K, Schmerwitz J, Schwesig D, Matzner E ( 2003a ) . Biodegradation of soil-derived dissolved organic affair as related to its belongingss. Geoderma 113:273-291L.S. Kocheva, A.P. Karmanov, M.V. Mironov, V.A. Belyi, V.Yu. Belyaev, Yu.B. Monakov, 2008. Straw Lignins: Hydrodynamic and Conformational Properties of the Macromolecules. Russian Journal of Applied Chemistry, 81 ( 11 ) : 2033-2039.Newman, J.R. , Barrett, P.R.F. , 1993. Control of Microcystis aeruginosa by break uping barley straw. J. Aquat. Plant Manage. 31, 203-206.Park, M.H. , Han, M.S. , Ahn, C.Y. , Kim H.S. , Yoon, B.D. and Oh, H.M. 2006. Growth suppression of bloom – forming cyanobacterium Microcystis aeruginosa by rice straw infusion, Letters in Applied Microbiology 43: 307-312.Pillinger, J .M. , Gilmour, I. , Ridge, I. , 1995. Comparison of anti-algal activity of brown-rotted and white-rotted wood and in situ analysis of lignin. J. Chem. Ecol. 24, 1113-1120.Pillinger, J.M, Cooper, J.A. , Ridge, I. , 1994. Role of phenolic compounds in the antialgal activity of barley straw. J. Chem. Ecol. 20, 1557-1569.Pillinger, J.M. , 1993. Algal control by barley straw. Ph D Thesis, Department of Biology, The Open University, Milton Heynes. U.K. cited in ‘The control of diatom and cyanophyte blooms in reservoirs utilizing barley straw. Barrett, P.R.F. , Curnow, J.C. , Littlejohn, J.W. , 1996. Hydrobiologia 340, 307-311. ‘Pillinger, J.M. , Cooper, J.A. , Ridge, I. , Barrett, P.R.F. , 1992. Barley straw as an inhibitor of algal growing III: the function of fungous decomposition. Journal of Applied Phycology 4, 353-355.Rice, E.L. , 1984. Allelopathy. Academic Press, London. p. 422.Ridge, I. , Pillinger, J.M. , 1996. Towards understanding the nature of algal inhibitors from barley straw. Hydrobiologia 340, 301-305.Ridge, I. , Barrett, P.R.F. , 1992. Algal control with barley straw. Aspects of Applied Biology 29, 457-462.Ridge, I. , J. Pillinger, and J. Walters, 1995. Relieving the jobs of inordinate algal growing. In The Ecological Basis for River Management. Wiley, Chichester. cited in ‘The designation and significance of chemicals released from break uping barley straw during reservoir algal control. Everall, N.C. and D.R. Lees, 1997. Wat. Res. 31 ( 3 ) :614-620. ‘Sun, R. , J. Tomkinson, F.C. Mao and X.F. Sun, 2000. Physicochemical word picture of lignins from rice straw by H peroxide intervention. Journal of Applied Polymer Science 79 ( 4 ) : 710-732.Thurman, E.M. , 1985. Organic geochemistry of natural Waterss. Martinus Nijhoff/Dr W. Junk Publishers, Dordrecht, The Netherlands. p. 51.Welch, I.M. , P.R.F. Barrett, M.T. Gibson and I. Ridge, 1990. Barley straw as an inhibitor of algal growing I: surveies in the Chesterfield Canal. Journal of Applied Phycology 2: 231-239.Yamane, A.N. , M. Okada and R. Sudo, 1984. The growing suppression of planktonic algae due to wetting agents used in rinsing agents. Wat. Res. 18 ( 9 ) :1101-1105.

Coffee and Starbucks Essay

Gordon Bowker, Jerry Baldwin and Ziv Siegl founded Starbucks in 1971. Their goal was to sell the finest quality whole beans and ground coffees (Starbucks timeline and history, 2004). In 1982, Starbucks had grown to five stores and started serving coffee to restaurants and espresso bars. Harold Schultz was employed as the director of retail operations and marketing. Harold Schultz convinced the founders of Starbucks to open a downtown Seattle coffee bar, which opened in 1984. With the success of Seattle coffee bar, Schultz left Starbucks to start his own company named Il Giornale. In 1987, Il Giornale acquired Starbucks retail operations for 4 million dollars. In addition, Il Giornale changed its name to Starbucks Corporation and open locations in Chicago and Vancouver, B. C. (Starbucks timeline and history, 2004). Starbucks continued its expansion throughout the late 1980 and beyond. In 1991, Starbucks became the first privately owned U. S. Corporation to offer stock options to part time employees (Starbucks timeline and history, 2004). In the early 1990s Starbucks started setting up coffee shops in Nordstrom?  ¦s department stores, Barnes & Noble bookstores and ITT/Sheraton hotels. In 1995, the corporation began selling compact discs and formed an alliance with the Canadian bookstore, Chapters Inc. In 2000, Schultz promoted Orin Smith to the position of CEO. Schultz remained chairman for the corporation. This allowed Schultz to focus on Starbucks?  ¦ global strategy. Starbucks operates and licenses more the 7,500 coffee shops in more than 30 countries. Coffee Industry In the United States, coffee is the second largest import (Roosevelt, 2004). Furthermore, the United States, consumes one-fifth of all the worlds?  ¦ coffee (Global Exchange, 2004). The present industry is expanding. It is estimated that North America? ¦s sector will reach saturation levels within 5 year (Datamonitor. n. d. ). According to National Coffee Association (NCA), 8 out of 10 Americans consume coffee. In addition, it is estimated that half of the American population drinks coffee daily. The international market remains highly competitive. It is estimated that 3,300 cups of coffee are consumed every second of the day worldwide (Ecomall, n. d. ). The latest trends included dual drinkers, an increase in senior citizens consumption and a shift in consumption away from home. There has been a significant increase in the consumption of dual drinkers (NCA, 2004). Dual drinkers are people who drink both traditional coffee and gourmet coffee. According to NCA, 54% of America?  ¦s coffee drinkers are dual drinkers. Gourmet coffee is experiencing substantial growth with senior citizens. According to NCA, senior citizens coffee consumption leaped from 9% to 13%. Another trend is coffee consumption is moving outside the home. Coffee consumption away from home increased by 6%. Mission Statement The current mission statement is ?  §Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. This mission statement fits well with the general direction and the future strategies of Starbucks Corporation. Principles The following principles compliment both Starbucks mission statement and their strategies. Our recommendation is to keep the current mission statement and principles. ?aProvide a great work environment and treat each other with respect and dignity. ?aEmbrace diversity as an essential component in the way we do business. ?aApply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. ?aDevelop enthusiastically satisfied customers all of the time. ?aContribute positively to our communities and our environment ? aRecognize that profitability is essential to our future success. SWOT Analysis StrengthWeakness ?aFinancial Resources ?aGlobal Presence ?aBeverage Innovator ?aReliance on US Domestic Markets ?aReliance on Beverage Innovation ?aInternational Expansion Problems OpportunitiesThreats ?aInternational Operations ?aContinued Growth of Gourmet Coffee Market ?aExpanding ? V Unit Clustering ?aSupply Risk/ Dependence on Trading Companies and Exporters ? aUS Market Reaching Saturation Levels ?aCompetition Internal Strength. A few of Starbucks strengths included strong financial position, name recognition and being creative beverage innovators. Starbucks has reported revenue from January to July 2004 as 409 million dollars, which gives the company a strong financial position. Starbucks has a strong global presence from its many stores and licensees units, which has made Starbucks a household name. Starbucks is known for their creative innovations of beverages. Starbucks is not afraid to experiment and test new drinks in their stores. Some of the beverages introduced are Fappuccino Blended Beverages or Iced Shaken refreshments. Internal Weakness Some of the weakness the corporation faces includes international expansion problems and dependence of the United States markets and beverage innovations. The corporation was forced to close a number of stores. These stores failed to entice potential customers and Starbucks was forced to end a joint venture due to the lack of success. Starbucks has a dependency on beverage innovation and US markets. It is estimated that 85% of the corporation revenues come from the United States (Datamonitor, n. d. ). Starbucks contributes its growth based on beverage innovations (Datamonitor, n. d. ). External Opportunities One opportunity deals with clustering its business units. Starbucks uses clustering to ensure domination in chosen geographical areas. This practice allows Starbucks to bring conveniences to customers and at the same time preventing new business from entering the market. The last two opportunities are profitability of international operations and the expected growth of the specialty coffee market. The profitability of international operations and the expected growth will give the company greater leverage into the world market and will promote new market expansions. External Threats. One major threat is the lack of superior coffee beans. The expansion of Starbucks operations and limited quantity of superior coffee beans may result in a shortage of supply. Other factors, which could affect the coffee beans, are weather, political and economic conditions. Organizations like Fair Trade could change or alter the coffee industry. Another threat to Starbucks is the dependence on trading companies and exporters for their supply of superior coffee beans. Although Starbucks has limited the risk by paying above average prices for the superior coffee beans, the risk is still there. The last threats are competition and market saturation. The success of the coffee industry will attract more competitors. A competitor with a serious financial backing and resources could compete against Starbucks (Datamonitor, n. d. ). It is estimated that if the current market growth continues saturation levels will be reached in five years (Datamonitor, n. d. ). Customer Satisfaction Customer Satisfaction is defined as the measure or determination that a product or service meets a customer’s expectations, considering requirements of both quality and service (www. eglin. af. mil/46tw/StrategicPlan/glossary.htm). A customer?  ¦s expectations of product quality, service quality, and price, then a firm will achieve high levels of customer satisfaction. On the other hand, if the customer?  ¦s expectations are not met, the customer will be disappointed and this is likely to lower the satisfaction level. Due to lowered satisfaction, the customer could choose to stop buying from the firm/company. There have been many studies done that have shown that high customer satisfaction increases the likelihood of corporate profitability. It also showed that the costs incorporated with keeping an existing customer are five times that of getting new ones The Starbucks Customer The Starbuck?  ¦s Corporation is the leading retailer in the coffee industry. The market size of the coffee industry in the United States for 2003 is near 18 billion. The company?  ¦s sales have increased 23. 9% in the year 2003. These statistics show how many people in the U. S. are drinking Starbucks coffee. Starbucks attracts a cult-like following, serving 25 million drinks a week at nearly 7,000 locations worldwide. At one time or another, just about everyone has been a customer at a Starbucks retailer. Based on research done on the Internet, we have identified who the typical Starbucks?  ¦ customer is. A typical Starbucks customer is a male or a female, age ranging from 18 to 55. In most cases, the Starbucks?  ¦ customer is a college student, businessperson or someone in their mid to late fifties. A Starbucks customer tends to be very loyal to the company and will not accept substitutes. The usage level of a typical customer is at least three times a week, for some; it is every day. The benefits sought by customers range from enjoyment, relaxation, energy, and reward. Those who are not in a hurry like to sit down for a cup of coffee, listen to the relaxing songs played at the shops, enjoy a conversation with a friend, or just way to be alone and study. Another important characteristic of a typical customer is that most of the customers are financially stable enough to be able to afford to spend at least $2. 50 for a small cup of coffee. A typical Starbucks?  ¦ customer spends and average of $40 to $65 a month for coffee drinks. However, there are many customers who spend well over $65 a month. Improving Customer Satisfaction According to Schultz, ? §our success is based on their continued trust in our people and our environment over long periods of time. † Redefining the industry you’re playing in doesn’t just mean hiring an agency to think up a fancy new slogan. To make it work, you have to offer high-quality new products and services that customers actually want, and that will reinforce the value offered by your core brand and expand the emotional connection your customers feel with it ( www. fastcompany. com from Issue 84 July 2004, Page 50 by:Alison Overholt). To continue the success that Starbucks had over the years, there must be ways to measure the customer? ¦s perceptions of the company. The customers are what make Starbucks what it is today, and to keep them we need to know what they expect from us. Based on research done on starbucks. com, it is evident that Starbucks values their customers. On the main page of the website there is a link to Customer Service; here the customer can ask questions or leave comments. This tool could be much more beneficial to the company if questions and/or comments could be asked by the customer. In the area of questions/comments-there is a drop down list of freqeuntly asked questions/comments, from this list the customer must pick. There could be many times when a customer has a question/comment, but it is not included on this list. The idea of having this link makes the customers feel that their opinions are valued, but there are a few areas that could be improved on that would be much more beneficial to the company. It is important that Starbucks asks for the opinions of their customers, but why only offer this online? Even though we have become such a computer savy world, there are still many people out there that are not computer literate. Many do not have access to computers, or some just do not know how to use them. This does not mean that these people don?  ¦t drink Starbucks coffee. To increase overall customer satisfaction, we should also incorporate a general product/service survey or some type of comment card in the retail stores. Surveys may seem tedious at times, but to help us find out information that could help our company in the long run, it is worth it. Surveys will give us an idea of how we can improve our product and service to satisfy the customer. Typical customer surveys are designed to measure: ?aOverall satisfaction ?aProduct-level satisfaction ?aImportance vs. satisfaction ? Timeliness of delivery ?aCustomer service process satisfaction ?aReturns and exchange process satisfaction ?aInterest in new potential products and services Included is sample survey that could be used to get a general idea of how our customers feel about our products and services. The main goal to achieve customer satisfaction needs to be: to find ways to deliver a great customer experience around your product or service. Customer expectations may be set, the idea is to exceed those expectations that they might already have. The recipe for a great cup of coffee includes four fundamentals, proportion, grind, water and freshness. Using the right proportion of coffee to water is the most important step in making great coffee. The shorter the brewing process, the finer the grind. The amount of time the coffee and water spend together affects the flavor elements that end up in your cup of coffee. Using fresh, cold water heated just off the boil is perfect for extracting the coffee?  ¦s full range of flavors. Use fresh ground coffee by grinding beans each time you brew the freshness is preserved. Starbucks quality is dependent on trading companies and exporters for its supply of green coffee. The company is looking to secure long term supply contracts, and in some cases has had to pay inflated prices in order to obtain such contracts. Starbucks responded to world coffee prices reaching 30-year lows during fiscal 2001 by offering suppliers more money to guarantee supply, and as such the risk of non-delivery on such purchase commitments is low. However, the nature of the business dictates that the company?  ¦s dependency on suppliers does put it at risk. Starbucks quality is at risk to the volatility of the supply and price of coffee. The company?  ¦s search for the superior standard coffee mean in can be adversely affected by multiple factors in the producing countries, including weather, political, and economic conditions. In addition, green coffee prices have been affected in the past, and may be affected in the future, by the actions of organizations and associations that have in the past attempted to influence prices of green coffee through agreements establishing export quotas or restricting global coffee supplies. The actions of these associations could cause a degree of costly disruption to Starbuck?  ¦s operations. Purchasing Guidelines Starbucks has also introduced coffee purchasing guidelines. The goal of these guidelines is to support Starbucks commitment to purchase coffee that has been grown and processed by suppliers who meet environmental, social, economic, and quality standards. Global coffee production can only be sustainable if it is economically viable, socially responsible, and environmentally sensitive at all levels of the supply chain. Over the past few years Starbucks has been working on the sourcing guidelines and they feel that is an important step that will help increase the production of high quality coffee and improve the health of the specialty coffee industry. With these guidelines, Starbucks is taking a leadership role in addressing the environmental and social issues surrounding the global coffee industry. This initiative is part of a long-term partnership between Starbucks and Conservation International to promote methods of coffee production that help to conserve global biodiversity. To launch these guidelines, Starbucks will enlist the support of coffee suppliers who are sustainable advocates. Starbucks has instituted a flexible point system that rewards performance in sustainable categories. Points will be accrued based on a supplier?  ¦s ability to meet sustainability guidelines, and suppliers who earn more points in the program will receive higher purchasing preference when Starbucks purchases green coffee. Starbucks has a long-standing practice of paying premium prices for coffee, and has always paid an average of at least $1. 20 per pound. As part of this practice, Starbucks will provide additional premiums of up to ten cents per pound to vendors based upon how well their coffee samples meet the standards. These financial incentives will help defray the costs incurred by participating suppliers. Suppliers wishing to participate will be required to provide independent, third party verification of their performance against the guidelines. Starbuck?  ¦s hopes that the success of this program demonstrates to the rest of the coffee industry that they can benefit by producing coffee in a way that protects global biodiversity and improves the livelihoods of coffee farmers. The Three Keys to Quality Coffee The three keys to quality coffee are: 1)Quality Green Arabica Coffee – The best coffee beans produce the best cup of coffee. 2)Fresh Roasted – Great tasting coffee relies on how soon the coffee is brewed, and consumed after roasting. For coffee to be fresh, and best, it must be consumed within five days after roasting, three hours of grinding, and fifteen minutes of brewing. The first sign that coffee is stale is a bitter taste. 3)Proper Brewing ? V Temperature and time, brewing is the extraction of coffee flavor oils from the roasted grounds using water. The best temperature for optimum extraction is water just off the boil (195 degrees to 205 degree Fahrenheit). This temperature will extract the full range of flavors from fresh roasted beans. Time is a function of brewing method and grind size. There are many ways to brew good coffee. Steeping and espresso are the two best methods. Financial Analysis Total net sales for Starbucks Corporation were analyzed for 2001, 2002, and 2003. The company had a total net sales increase of $639. 9M between the years 2001 and 2002. Another net increase of $786. 6M in sales occurred between 2002 and 2003. This is a positive sign because in a growing company, of course, we would expect a consistent increase in sales. A result of the increase in sales in part is due to a recent innovation of drive-throughs being added for the convenience of its many customers. Net income increased substantially to 215. 1M in 2002. This was due to the boom in sales and good control of its cost of goods sold. Net income increased to $53. 2M in 2003. The coffee giant acquired Seattle Coffee Company from AFC Enterprises for $72. 0M in 2003, as well. Income from operations took a boost up from $281. 0M in 2001 to $318. 7M in 2002, a difference of $37. 6M. Income from operations saw a considerable upturn of $424. 7M in 2003. In a growing company we would expect income from operations to grow from year to year. Cost of sales continued to increase $237. 2M between the years 2001 and 2002 and it peaked again $335. 9M between 2002 and 2003. This is normal when sales are increasing significantly. Management Strategies From cappuccinos to lattes to just regular coffee, the quality of Starbucks fine coffee beverages is worth the cost in dollars. An article from the Internet stated ?  §At $43 in mid-June, a share of Starbucks (SBUX) cost 47 times what Wall Street analysts expect the coffee-shop chain to earn per share this year. The typical stock in the S&P 500 index trades at just 19 times earnings (Rosato, D. , 2004, p. 124). The article continued to state that management is projecting Starbucks earnings to grow to 20% every year for the next three to five years. With an amazing growth rate like that its no wonder that their growth far exceeds the typical S&P stocks growth rate by as much as three times. Starbucks has a very strong balance sheet. It has little long-term debt and $380. 0M in cash. It continues to expand its long-term assets and finances them from its own cash flow. If a company is in a state of expansion, we would expect long-term assets to increase. The total current assets for the year ending September 29, 2002 for Starbucks Corporation were $847. 5M. For the year ending September 28, 2003 total current assets grew $76. 5M. This gives us a good indication that the company is expanding. Inventory increased from $263. 1M in 2002 to $342. 9 in 2003. In a growing company, we would expect inventory to increase. An article in the Internet stated that in November 2001, Starbucks offered their own Starbucks card. It was a convenient way for coffee drinkers to pay quickly and easily for their morning cup of coffee (Kuykendall, 2004, p. 7). Starbucks sold roughly $18. 0M of these gift cards. This strategy is a great way to increase volume and unlike other cards Starbucks said, ?  §It had never charged the fee noted on its cards — $2 a month after on year ? V to anyone (Kuykendall, 2004 p. 7). Another vision to increase its financial strategy was the introduction of the Duetto combo prepaid/credit card in late 2003. An article on the Internet stated how the Chicago based Bank One Corp. called Duetto worked with Starbucks to generate a program where cardholders would receive rewards based on their spending habits. Starbucks conducted a survey to determine the gift that was most attractive to customers and Colette Courtion, director of Starbucks Global Card Services stated, ?  §Duetto cardholders receive a one-time $10 ?  §preload and 1% in so-called Duetto dollars that are automatically loaded on the stored-value side each month for every Visa purchase made. Starbucks also donates $5 to the Starbucks Foundation, after every customer?  ¦s first Starbucks Card Duetto Visa purchase (Martin, Z. , 2004, p. 22). A half-pound of coffee was one of the great appealing rewards, as well. Bank One and Starbucks were very well pleased with the markets positive response to the Duetto card. We are in agreement with these financial strategies and as a team, we concur that Starbucks Corporation should continue the card services as a strategic process that gives their company a great competitive advantage. A key strength of Starbucks is being a disciplined innovator. Frappuccino blended beverages and iced refreshments were new innovations and helped the growth of Starbucks. Starbucks should continue coming up with new kinds of beverages, as that is its core product. Perhaps a vegetable drink that is geared more toward the healthier population like a low calorie, low fat, and low sugar carrot drink that is actually providing the body with good vitamins and minerals. According to information retrieved from the Factiva database, Starbucks Price/Earnings ratio in the last twelve months was 56. 9 and its current ratio was 1. 8. Starbucks is on the right track with their strategies and they have done such an excellent job so far that we believe these strategies will continue to bring revenues for many upcoming years. Growth Starbucks Corporation has a good strategic growth plan currently to enhance their business and gain market share over their competitors. In this section of the report, it will go over Starbucks current ideas about their growth and give different recommendations in how some other ideas may increase their current and future growth. In the current high completive coffee market Starbucks has a good market share and are opening location across the world. Starbucks have opened their location in markets before any of their competitors has any of their location even around that market. Starbucks has a global brand name over their competitors. Starbucks Corporation has roughly 7,500 retail locations across the world, with majority are owned and operated in the United States of America. Starbucks currently has locations across 30 different countries to set their business in the market before any competitors due. Even with Starbucks aggressive move to open many locations across the world they have very little profit with their business. The reasons that Starbuck?  ¦s profitability is low because they?  ¦re trying to cease the market first. In the fiscal year of 2003, the company has a total of nearly 1,300 licensed retail stores, with 1,000 in Asia-Pacific region, 176 in Europe/Middle East/Africa and the remainder in America, excluding North America (Canada, Hawaii, Mexico, Puerto Rico, Peru and Chile). Starbucks is headquartered in Seattle, derives approximately 85% of its revenues and substantially all of its profits from its domestic US market. The US market is the market that gives them the most profit of all markets. Starbucks started most of their locations at cold states based that more coffee drinkers live in cold states. With the new innovation of the cold flavored coffee drinks increased their chance to open more location in warm clement locations. Even with the rapid growth of coffee businesses in the US Starbucks has a large market share and with any change the Starbucks may due their competitors looks to target. Starbucks looks to enhance their brand image in the US market to increase their product sales from the stores that carry Starbucks coffee drinks, like Seven Eleven that carry only Starbucks coffee only. Starbucks reliance on the beverage innovation is important for the Starbucks future growth. With the increase for coffee store based on the need for coffee because of the new flavors, coffee market is growing but Starbucks looks to bring a new innovation to the market. The only problem at hand would be how long will the need and growth of the market last. In the international markets need less innovation then the US market based that there are less competitors in the market. International markets may need to have certain products for their taste. Most often different countries have different customs and life styles that could change the need for each custom. By the fiscal year of 2004, Starbucks international market will achieve profitability. About 23% of the company?  ¦s stores locations that are profitable are located in North America markets that include UK and Japan. Currently the specialty coffee sector accounts for 15% of the US retail market, and which is already worth $21 billion. By 2005, the retail coffee market will be worth $22 billion, and the specialty coffee will account for 41% of the market. Also Starbucks are looking to invent a coffee ice cream and ice cream coffee drink. All of the ice cream has many different flavors and if the newly product takes of like it?  ¦s planned on doing. The specialty coffee products are now sold even at retail store based on the growing need for it. Starbucks is looking to open coffee and ice cream combined stores in start a new market. Starbucks currently sees that more and more coffee business are opening threw out the US by small business owners, so Starbucks is selling more stores to lessen the opening of small businesses. Starbucks feels that if they sell their name that more small business owner would rather have a well-known name to enhance their chances in doing well. Starbucks owners will learn and gain from the innovation and marketing ideas that Starbucks will give. Starbucks will grow faster if they sell of most or all of their location because their will be less need in maintaining their stores and more need in bring new ideas to the market. Now their competitors are franchising their location to. Most of the Starbucks locations in malls or in strip malls across the world. Currently Starbucks are building freestanding locations and designing a drive threw so their customers can have a more convenient way when needing their service. With these newly developed locations will have a food line. They?  ¦re looking to have hot food and cold food to compete with the Tim Horton coffee business. They are also looking to stay open 24 hours, seven days a week. Starbucks is looking to carry donuts, breakfast sandwiches, bagels and other morning food. Starbucks interest to change to compete with Tim Horton?  ¦s may hurt their business or help their business based on the cost involved in the change. Starbucks has concerns regarding the US store growth potential. Currently if the growth continues, saturation levels within the North American retail division will be reached inside five years, the reasons why Starbucks has some concern is that about 75% of the companies revenue growth and a greater portion of its profit. Before the US market becomes saturated, the US market sales growth will grow slowly over the next three to five years. With this change of saturation point coming, the pressure will be on the international Starbucks division will need to grow faster. Currently Starbucks global coffee market is very competitive, and must compete against the likes of restaurants, coffee shops, and street carts. Any major competitors, with a large financial background and the same resources as Starbucks can enter the market at any time and compete directly against the company. Starbucks feels that they have a good market share and are aware of competition on all levels and can maintain its operational performance if its to maintain its status as the world?  ¦s leading specialty coffee retailer. Starbucks was one of the first coffee businesses in the market and will try to be one of the last to leave. The recommendation to Starbucks Coffee that if they are going to grow in the market faster than their competitors is not to change their business to be more like Tim Horton?  ¦s and have their own identity. Currently Starbucks started the wireless Internet access in their stores and now every competitor is doing it. Also, it will help Starbucks if they would enhance the online service to provide laptops and other computers at their locations. They should have online ordering of coffee so when business people need to go fast they can order online and pay online to have a faster way in getting there coffee. With the innovation of new products, Starbucks should think in expanding in creating a coffee machine that can be place at schools, hospitals, and other companies that may need coffee and late hours or that don?  ¦t need a store. They currently market their own coffee brand coffee to purchase at other store but they should have it accessible online to order. The best thing that Starbucks has going for them is that none of its direct competitors are selling their product at store and online. With the increase in people that drink specialty coffee, Starbucks should innovate more different flavored coffee to increase their potential growth currently and in the future. The international looks to be the best growth for their business and they should invest more into locations and countries. Summary In order to ensure future success, we feel that Starbucks should implement the following suggestions. To improve customer satisfaction, Starbucks should include a section where customers actually ask questions and/or leave comments both in store and at their website. In addition, Starbucks should incorporate a survey to measure customer satisfaction. To ensure quality, Starbucks should continue its current practices. The practice includes securing long-term contracts, paying premium prices for coffee and additional premiums to suppliers to ensure quality needs are meet. To guarantee financial security, Starbucks should continue its role as a disciplined innovator. Starbucks should continue to promote the use of Starbucks cards and Duetto combo prepaid credit cards. An important part of Starbuck continued growth is emphasizing their unique image and to continue to provide the latest technical advancements. Starbucks should start expanding by providing coffee machines at schools, hospitals and other similar organizations. These strategies will continue to promote Starbucks as a leading retailer in a highly competitive coffee industry. Starbucks Customer Survey Dear Customer: I want to thank you for giving us the opportunity to serve you. Please help us serve you better by taking a couple of minutes to tell us how we are doing. We appreciate your business and want to make sure we meet your expectations. Attached you will find a coupon good for 1 free coffee.